Many webmasters, when they first take to online marketing, focus their efforts nearly exclusively on one particular medium, be it Search Engine Optimisation (SEO), Pay Per Click Marketing (PPC), E-Mail Marketing, Display Advertising or any other form of marketing, very few webmasters consider the wider holistic picture and the benefit to be had from adopting a multi-channel approach. The first option most webmasters consider is Search Engine Optimisation and this can often prove to be a wise decision, the barriers to entry for Search Engine Optimisation are relatively low and more often than not, webmasters can start to see a return on their time investment within a matter of a few months. However, when relying so heavily on just one source of traffic, there is always the possibility that that source can potentially dry up and as such, the smart internet marketer will focus on trying to promote his or her website through multiple channels.
The best way to get the most from you internet marketing is to use at least a two channel approach. Should traffic from organic search begin to dry up (for whatever reason) a webmaster could, for example, begin to push his or her e-mail marketing campaign that little bit harder. Search Engine Optimisation, when combined with E-Mail marketing, can prove a very powerful strategy for monetising a website. The objective of SEO is to drive more converting traffic to a website whereas the objective for e-mail marketing is to find a way to monetise the existing traffic on-site. By driving more traffic to your website and getting a share of that traffic to sign-up to your e-mail list, you can have a very powerful formula for making sure your website benefits from a constant stream of revenue. What’s more, E-Mail marketing allows you to maintain contact with people who have expressed a definitive interest in the products or services you have to offer â after all, it’s seven times harder to attract a new customer than it is to retain an existing one.
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